It seems that Kabam is getting serious about promoting its free-to-play Kingdoms of Middle-earth mobile app game. Our spies tell us that ads have been seen airing on the SyFy network -- something apparently pretty much unheard of for this sort of game.
Kabam itself describes Kingdoms as:
The age-old feud between Elves and Dwarves rages as Goblins infest the Misty Mountains and monsters haunt Mirkwood Forest. The time has come to build your Empire and raise your army. Assemble your heroes and call forth your allies as you stand together to defend the realm of Middle-earth.